Rethinking the Content and Wireframes
Our start in rethinking State Farm’s emails came in with the content. With the client wanting to see results quickly, we created a few tests of a current State Farm email versus one with the content drastically reduced. We took on rules of headlines no longer than 8 words, and body copy no longer than 3 sentences. We also removed all secondary content and managed to get the client to remove the social media links, as they did not want to remove any tertiary links. Still, the main CTA was clear as a button, while tertiary links were small and blue.
Testing showed that reducing the content paid off. We saw a 15% rise in engagement in the more brief and focused emails. This allowed us to set those rules as our new standard for State Farm emails moving forward, but we were not finished.
Our next step was to build a wireframe for a modular system that could be used to build almost any kind of email State Farm would want. While we wanted to keep the emails as brief as possible, the client still desired to have the option for secondary content, and wanted the tertiary links kept.